In the recent past, a franchise of Gold’s Gym in Egypt, known as Gold’s Gym Dreamland, sparked outrage with a poorly conceived advertisement that many interpreted as fat-shaming. The controversial ad featured a tantalizing image of a pear alongside the phrase, “This is no shape for a girl,” a statement that left many women feeling insulted by the very establishment they turn to for fitness and wellness support.
As the backlash grew, the gym’s response was lackluster at best, consisting mainly of a generic apology that did little to quell the anger of their members. They claimed the post was “not meant to offend anyone” and intended only to promote a healthy lifestyle, not to criticize any body type. However, the wording left much to be desired, leaving many questioning whether the gym truly understands the impact of their messaging.
Critics were quick to point out the absurdity of the ad, with many expressing their disappointment on social media. The gym’s follow-up apology only added to the confusion, as it raised further questions about what the franchise considers “God’s creation.” Were they referring to the pear or the women they inadvertently insulted?
While Gold’s Gym is attempting to distance itself from this embarrassing incident, it raises serious concerns about the oversight of their advertising strategies. Historically, the brand has faced scrutiny for problematic marketing choices, such as their 2009 campaign that cheekily encouraged women to “Say No To Cankles.” This trend of belittling body types does not align with a supportive fitness environment.
In light of the uproar, Gold’s Gym has issued a formal statement, emphasizing that they do not condone the actions of the franchise in Egypt. They reassured the public that this incident does not reflect their core values aimed at empowering individuals through fitness. The brand is in talks with the franchise owner to prevent such occurrences in the future.
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In summary, Gold’s Gym has found itself embroiled in controversy due to an ill-considered ad campaign that has drawn sharp criticism for fat-shaming. As they navigate this backlash, the focus remains on ensuring that all individuals feel welcome and supported in their pursuit of health and fitness.
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